Branded Entertainment: A New Avenue Shaping Brand Equity and Sales

Abstract

Over the decades social media has gained a crucial place in marketing mix of brands. Owing to the visual appeal of fashion industry social media serves as a suitable advertising tool. The current study used case study research design to investigate the influence of branded entertainments marketing strategies on brands equity and sales. Gul Ahmed fashion clothing brand was selected as a single case for this article. Content based data was collected in the duration of eight months and then categorized. On the whole 432 Facebook, 732 Instagram and 90 Twitter posts were analyzed. The results of social media marketing were related with the Gul Ahmed’s financial information regarding equity and sales. Our results have shown raised sales, brand equity and stability in financial assets as a result of employing correct business promotional strategies. A gradual increase in brand equity can be seen in 2016 onwards owing to the influence of latest marketing technologies. Similarly, brand regained strength in 2017 by showing an increase of 24% in sales. Regular updates and attractive appearance on social media has brought out full potential by gaining profitable results.